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The authors also noted that "the optimal cessation aid package tested in trials is rarely what is implemented at the population level." Webster defines "bait and switch" as a "ploy of offering a person something desirable to gain favor then thwarting expectations with something less desirable." Clinical trials nearly always wrapped approved products in weeks or months of counseling or support designed to encourage and motivate successful nicotine weaning via NRT, products and counseling worthless to the studys placebo arm

Kruti Shrotri, policy manager at Cancer Research UK, who funded the study, said: 'The tobacco industry were clearly saying anything they could to try and undermine this health measure and protect their profits.' There are 7.2 million adult smokers in Britain, latest figures suggest, but this would reduce by 250,000 with an increase of 3.5 per cent in price

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17 No amount of nicotine is safe for youth